Kangnai underwear brand quietly staged three "changes"

Recently, careful people will find that Cornell underwear that has been popular in the market for five years is quietly changing from brand to product to image.

Rebranding

"Popular fashion underwear brand" as the positioning language of Kangnai underwear brand, after using for nearly five years, has quietly faded away from people's attention this year, this year Kangnai underwear all print ads, has rarely seen this slogan.

We do not use it. It does not mean giving up on it but deepening its content and enriching its content. Chen Zhonghuai, general manager of Kangnai underwear, said in a timely manner that Volkswagen is the service target of our company and fashion is the direction of product pursuit. Both of us will not change. Based on the positioning of the public and fashion, we have joined the concept of living. In the past few years, I have been studying the brand positioning problem and found that with the improvement of the economic level, people are increasingly paying attention to the quality of life and paying attention to the quality of life. There is an idea that will lead the development of Kangnai's underwear brand to the direction of daily life. I am here and the industry. A number of relevant experts conducted exchanges, received their recognition and many good suggestions, which also strengthened our confidence.

Chen Zhonghuai also pointed out that it is a long-term process to reshape the brand and turn to the direction of life-oriented brand. When using the foundation of mass and fashion, one or two new concepts will be added and gradually progressed. Transformation and innovation. Today, new slogans are being solicited from the society and will be announced and put into use someday.

Product development tends to live

While carrying out brand remodeling, Kangnai's underwear product development is also shifting toward the theme of life. In more than 60 new products in the summer of 2006, the company’s development center has more than 30 products that highlight life styles, accounting for more than half of the total amount, forming a home life, warm harbor, sweet trip, and a family of three. And so on, the series of scenes of life, which is more than the number of such products in previous years, has clearly increased the proportion. In the use of materials, these series of living scenes adhere to the use of pure cotton natural fabrics, more warm and elegant colors, simple style, elegant, stylish, very affinity.

Terminal upgrade

With the brand remodeling, Kangnai underwear sales terminal also carried out a full facelift, the overall image of the main change from red and white orange-based, yellow and orange color supplemented by the color, three colors with the same color, in At the same time with fresh energy, it is not warm and warm. After the replacement of the Cornell underwear terminal store, more fashion sense, through the internal display layout, better highlight the warm atmosphere of the store.

In addition to the upgrade of the terminal's image, Kangnai's underwear puts forward the concept of a Mini-store store-type store and enriches the specific operation of the terminal. Cornell underwear has also opened up new outlets in its stores and encouraged the opening of community-type stores. Chen Zhonghuai pointed out that modern urban communities are developing towards large-scale development, and the commercialization of supporting functions in the community is becoming increasingly obvious. As lingerie is used as a daily-use product, it is close to consumers' community routes and opening up into the community is a new development path.

Kangnai underwear was more successful in Wenzhou Huanglong Community, Lower Lupu Community and Shuixin Community in Wenzhou. In 2006, Nanchang, Jiangxi, Zhangzhou, Hunan, Changshu, Jiangsu, Hubei, Wuhan and other large communities, Kangnai underwear has cloth, The business situation is very good.